Amarula / Don’t Let Them Disappear

For World Elephant Day, Amarula brought its global Don’t Let Them Disappear campaign to Canada with a powerful physical metaphor: a life-size African elephant sculpted from ice, slowly melting away in Toronto’s Distillery District.

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As Creative Director at YBIMC, I helped shape the Canadian expression of the campaign across the experience and its surrounding communications. My role spanned consulting on the look and design of the sculpture itself, through to OOH, digital, social, radio and broadcast executions.

The sculpture became the emotional centre of the campaign. As it disappeared, the idea extended into the media around it — from animated television lower-thirds that faded from view, to social content that gave the elephant a voice and encouraged people to share #AmarulaTrust in support of elephant conservation.

The campaign generated 24.7 million media impressions, increased brand familiarity by 41% and likelihood to purchase by 97%. Its social target was reached 57% faster than projected, helping generate a $10,000 donation to elephant conservation.